Tag Archives: Coalition for Better Ads

Ad Blocking Challenges and Opportunities

17 Jan

Ad blocking has become an enormous problem for firms marketing online, going from nuisance to major threat. As a result, there are ad blocking challenges and opportunities to consider.

To begin, read Technopedia on ad blocking:

“An ad blocker is a program that will remove different kinds of ads from a Web user’s experience online. The programs target such ads as pop-ups and banner ads. Online ad blockers work in many different ways. Thus, some are standalone programs. And others are features of more comprehensive customizing services. Or add-ons for a particular browser or operating system. Some browser-specific programs work well in a particular environment. Others work with Windows or other operating systems to block ads.”

“In general, users have options for blocking different kinds of ads. Some programs delete cookies and other Web markers to limit ads. Thus, Web proxy programs  can effectively block ads. And some users choose to block Adobe Flash to stop annoying video ads. These are common on some Web sites. Also, freeware programs may use simple principles to block out ads.”

 

Ad Blocking Challenges and Opportunities

Looking ahead, what must we know about ad blocking challenges and opportunities? To learn more, we turn to various sources.

  • In 2017, we reported that both Facebook and Google set stronger rules for advertisers.
  • As a result of these rules, many firms feel more confident about where their ads will be placed. And it will be better for them if annoying ads are blocked.
  • On February 15, 2018, Google Chrome will introduce its own ad blocker. And according to TechCrunch:

“This won’t block all ads on all sites. Instead, it’ll stop ads deemed overly annoying or intrusive. But it will block all ads from sites where even one ad displayed on the site doesn’t meet its standards.”

“Google has worked with publishers to ensure they’re in compliance with the new standards in advance of going live. It’s done a lot to make sure that this wasn’t sprung on anyone without warning.”

“Also, Google hopes that by building ad-blocking into Chrome, it can ease the concerns of consumers who find intrusive ads ruin their experience. But not have them resort to more restrictive third-party blockers. Those could cut into their own primary business – which remains selling ads.”

Ad Blocking Challenges and Opportunities
Ad Blocking Challenges and Opportunities

 

Facebook and Google: Stronger Rules for Online Advertisers

5 Sep

In response to some complaints about online ads, both Facebook and Google have been working on expanded rules for advertisers to follow.

FACEBOOK

As described by Working Media Group:

“Facebook continues to crack down on the shady side of its social network. Last month, Facebook announced that it has started fighting back against advertisers and page owners that link to sites that violate Facebook’s rules but hide those links from Facebook’s reviewers. In the past, these offenders would disguise the actual destination of the link attached to an ad or post, or they would come up with ways to dupe Facebook’s reviewers by directing them to a dummy page when vetting a link but would take people using Facebook’s mobile app to the offending page. But Facebook has figured out how to detect these so-called ‘cloaking’ schemes.”

“Any advertiser or page that Facebook finds disguising links that violate its Advertising Policies and/or Community Standards will be banned, the company said. Pages that don’t use cloaking shouldn’t be affected. Since going after cloaked links over the past few months, Facebook has fended off “thousands of these offenders,” according to the blog post.”

 

Click the image to read more from Facebook about its new process.

 

GOOGLE

As George Slefo reports for Advertising Age:

“Betty Crocker might want to check her inbox Thursday [last month]. The iconic brand is one of roughly a thousand online publishers were set to receive an email from Google warning them that they are showing ‘highly annoying, misleading, or harmful’ ads. Although there aren’t many ads on Betty Crocker’s Web site, it does have popups, especially on its mobile site. And that’s in violation of the Better Ads Standard, an industry effort born within the Coalition for Better Ads. Google is part of the Justice League-type group, as are Facebook, Procter & Gamble, Unilever, Washington Post,Interactive Advertising Bureau, ad-buying giant GroupM, Association of National Advertisers, and others. But Google carries particular weight because it’s the self-appointed hero that plans to block ‘annoying’ ads in its popular Chrome browser starting early next year.”

 

Credit: Illustration by Tam Nguyen/ Ad Age

 

Click here to access the site of the Coalition for Better Ads.

Click here to access Google’s Ad Experience Report tool.

 

%d bloggers like this: